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Matildas fever

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The sails of the Sydney Opera House lit up in green and gold
The Sydney Opera House lit up in support of the Matildas on 7 August, before the Australia vs. Denmark match[1]

In the 2023 FIFA Women's World Cup, the performance of the Australia women's national soccer team (nicknamed "the Matildas") captivated nationwide attention and had a significant ongoing impact on the perception of women's sport in Australia. Some media outlets used the terms Matildas fever to describe the community spirit on display,[2][3] and Matildas effect to express the team's impact.[4][5]

Throughout the tournament, more kits representing the Australian women's team were sold than for the national men's team ("the Socceroos"), for the first time.[6] Every match featuring Australia sold out before the World Cup began.[7] Australian TV viewership records were broken several times, with live viewing sites set up in major stadiums to cope with crowds growing each game.[8] The Australia vs. England semi-final became the most-watched broadcast in Australian history, with 11.15 million watching on the Seven Network.[9] It was the furthest an Australian soccer team had advanced in a World Cup.

As a direct result of the Matildas' success, the Australian government pledged $200 million to improve women's sporting facilities.[10] In the 2024 winter soccer season, clubs around the country reported a record number of registrations for female players, with a 34 percent increase compared to the year prior.[4] This influx of new members overwhelmed many regional soccer clubs.[11]

The Australian National University named Matilda the Word of the Year of 2023.[12] A mural of the team was painted at Bondi Beach,[13] and a statue outside of Suncorp Stadium was announced.[14] As of March 2024, every professional game the Matildas have participated in following the World Cup has sold out.[15]

Viewership

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Australian TV broadcast viewership records were broken multiple times. The Australia vs. Denmark match on 7 August was watched by 3.56 million on average, eclipsing the audience of the NRL State of Origin series and every NRL Grand Final since 2016.[16] On 16 August, the Australia vs. France quarter-final drew about 4.17 million viewers on the Seven Network, becoming the biggest broadcast of 2023 at the time.[17] Four days later, the Australia vs. England semi-final became the most-watched broadcast in country's history, averaging 7.13 million viewers, with a total of 11.15 million watching at one point.[9] That number did not take into account the crowds at pubs and viewing sites around the country watching,[18] with three stadiums in Sydney screening the match to the public, in a first for the city.[19]

The Seven Network delayed the start of their flagship 6 pm news bulletin to allow for the full quarter-final match to be shown live, in a rare move for the broadcaster.[20][21] Further, the AFL delayed the opening bounce of the Carlton vs. Melbourne game that night.[22] Stadiums in use that day including the MCG, SCG and Optus Stadium all showed the Matildas' match on their screens before and after the games of their respective fixtures.[20]

Social impact

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The Matildas competing in the Women's World Cup 2019

CEO of Football Australia, James Johnson, said the Matildas' run was "really bringing Australia [communities] together".[23] Several New South Wales public schools held "green and gold mufti-days" on the day of the semi-final match.[19][24]

Many writers said that Australia's 7–6 penalty shootout win against France in the quarter-final round was an iconic cultural moment comparable to Cathy Freeman's 400 meter sprint win in the 2000 Sydney Olympics.[25] Referring to the game, Samantha Lewis for ABC News wrote: "Years from now, when someone asks you to tell the story of the night the Matildas made World Cup history, what will you say? The France game. Maybe that will be all you'll need to say."[26]

According to research company Honeycomb Strategy, 69 percent of Australians said they were more likely to follow other women's sporting events following the Women's World Cup.[27]

We are not so much watching a national team compete, as a changing nation at play... [The Matildas have] overturned misconceptions of women’s sport and more importantly, the place of women in contemporary Australia.

— Craig Foster, Australian retired soccer player[28]

Economic impact

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Double the amount of jerseys for the Matildas were sold during the 2023 FIFA Women's World Cup compared to Socceroos jerseys in the Qatar World Cup the year prior.[23] The Courier-Mail said the Matildas were responsible for a $50 million economic boom for Brisbane.[29] British media company SportsPro said the Matildas' media value had built to $2.78 billion through the tournament.[30]

Both the Prime Minister of Australia, Anthony Albanese, and other state leaders pushed for a public holiday if the Matildas won the tournament.[31] Opposition leader Peter Dutton said this stance was a publicity stunt, and would have a dire economic impact.

References

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  1. ^ "Sydney shines green and gold as NSW gets behind Matildas' Women's World Cup campaign". Government of New South Wales. 7 August 2023. Retrieved 11 May 2024.
  2. ^ Moodie, Anthea (6 October 2023). "Matildas fever saw the nation fall in love with women's sport — but that's not a new concept in the nation's capital". ABC News. Retrieved 10 May 2024.
  3. ^ "Matildas fever hits Perth ahead of Olympic qualifiers". ESPN. 24 October 2023. Retrieved 10 May 2024.
  4. ^ a b Burke, Helena; Rendall, Jessica (15 March 2024). "Football NSW calls for extra funding as 'Matildas effect' triggers 34 per cent increase in registratons". ABC News. Australian Broadcasting Corporation. Retrieved 21 April 2024.
  5. ^ Bakhsh, Jordan (22 November 2023). "What was the true nature of the 'Matildas effect'? New research shows it was profound, but uneven". The Conversation. Retrieved 10 May 2024.
  6. ^ Crawford, Fiona (11 August 2023). "From handing out their own flyers, to sell-out games: how the Matildas won over a nation". The Conversation. Retrieved 21 August 2023.
  7. ^ Snape, Jack (19 July 2023). "Women's World Cup ticket sales break record with close to 1.4m sold on eve of 2023 tournament". The Guardian. Retrieved 24 April 2024.
  8. ^ Shams, Housnia (13 August 2023). "Two Sydney stadiums open as live sites for Matildas World Cup semifinal clash against England". ABC News. Retrieved 21 August 2023.
  9. ^ a b "Matildas' Women's World Cup semifinal loss to England sets TV audience record". ABC News. 17 August 2023. Retrieved 21 August 2023.
  10. ^ Shephard, Tory (19 August 2023). "Albanese government to pledge $200m for women's sport after Matildas inspire Australia". The Guardian. Retrieved 21 August 2023.
  11. ^ Lewis, Samatha (4 April 2024). "The Matildas have inspired record registrations for women in football, but where will clubs put them?". ABC News. Retrieved 18 April 2024.
  12. ^ Cleal, Olivia (15 November 2023). "'Matilda' named 2023 Word of the Year recognising our trailblazing national team". Women's Agenda. Retrieved 21 April 2024.
  13. ^ "Football Australia celebrates vibrant CommBank Matildas mural at iconic Bondi Beach". Matildas. 7 August 2023. Retrieved 24 April 2024.
  14. ^ Ward, Sarah (20 August 2023). "Brisbane Is Getting a Statue to Commemorate the Matildas' Historic 2023 Women's World Cup Efforts". Concrete Playground. Retrieved 24 April 2024.
  15. ^ Mulvenney, Nick (12 March 2024). "Australia's Matildas set for 13th straight home sellout". Reuters. Retrieved 24 April 2024.
  16. ^ Snape, Jack (8 August 2023). "Matildas break TV ratings records, beating AFL grand final and Origin". The Guardian. Retrieved 11 May 2024.
  17. ^ Orr, Aleisha (13 August 2023). "Matildas' win over France reportedly delivers biggest TV audience since Cathy Freeman race". SBS News. Retrieved 21 August 2023.
  18. ^ Visontay, Elias (17 August 2023). "'Crushed': Australian pubs and stadiums pack out only to see the Matildas fall to England in the Women's World Cup". The Guardian. Retrieved 10 May 2024.
  19. ^ a b Zoe, Samios (16 August 2023). "The Matildas create a cultural movement". Australian Financial Review. Retrieved 21 April 2024.
  20. ^ a b Lynch, Joey (11 August 2023). "As one, Australia rises to celebrate its Matildas and shift its attitude to football". ESPN. Retrieved 21 April 2024.
  21. ^ Shaw, Rebecca (11 August 2023). "Old blokes at the pub and teenage boys on the train – Matildas fans are now everywhere, and I couldn't be happier". The Guardian. Retrieved 10 May 2024.
  22. ^ Snape, Jack (13 August 2023). "Matildas take centre stage as AFL fans get on board with screenings of World Cup win". The Guardian. Retrieved 18 April 2024.
  23. ^ a b Thomas, Alex (15 August 2023). "'It's a complete frenzy': Matildas mania grips Australia". Al-Jazeera. Retrieved 21 April 2024.
  24. ^ Horton, Luke (16 August 2023). "Schools turn green and gold as Matildas chase glory". NSW Education. Retrieved 21 April 2024.
  25. ^ Kemp, Emma (12 August 2023). "Mighty Matildas' magical night captivates a nation". The Sydney Morning Herald. Retrieved 21 April 2024.
  26. ^ Lewis, Samantha (13 August 2023). "The France game: Matildas' World Cup quarterfinal win was a moment that stopped the nation". ABC News. Retrieved 21 April 2024.
  27. ^ "The Matildas Effect! 69% of Aussies Say They'll Now Follow Other Women's Sports Post the World Cup". B&T Magazine. 14 August 2023. Retrieved 21 April 2024.
  28. ^ Foster, Craig (14 August 2023). "The Matildas' courage is changing the Australian narrative. The question is: what next?". The Guardian. Retrieved 21 April 2024.
  29. ^ Pierce, Jeremy (9 August 2023). "Matildas ignite $50m FIFA women's World Cup boom for Brisbane". The Courier-Mail. Retrieved 10 May 2024.
  30. ^ Sim, Josh (23 February 2024). "2023 Fifa Women's World Cup generated AUS$1.32bn economic impact for Australia". SportsPro. Retrieved 10 May 2024.
  31. ^ Karp, Paul (15 August 2023). "Peter Dutton rejects proposed Matildas public holiday as 'stunt' and 'ego trip' for Anthony Albanese". The Guardian. Retrieved 10 May 2024.
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